Explore New Brunswick

Brand Activation

Client: Explore New Brunswick 

Challenge: When Moncton and Halifax were awarded the 2023 IIHF World Junior Championship, New Brunswick had an opportunity to shine on an international stage. Ginger’s challenge was to help our province seize that moment in a way that had a lot of impact. 

Solution: Create a range of immersive experiences and strategic activations at both event sites, informed by Explore NB’s ‘Always Inviting’ strategy, positioning New Brunswick as a premier tourism destination to attendees and viewers tuning in from across the world.   

In Moncton, we curated a 28-ft branded yurt outside of the Avenir Centre. New Brunswick’s rich culture was shared through tastings, performances, and activities that showcased the very best of what we have to offer. In Halifax, the activation extended to the event’s Fan Fest pavilion inside the Halifax Convention Centre, where Explore NB hosted a sprawling showcase of the region’s finest artists and attractions.  

Both activations featured face painting, a branded hockey card photo booth and a variety of branded noisemakers and takeaways that put Explore NB top of mind for the thousands of fans visiting the event from countries all over the world. In each city, Explore NB was the talk of the town, from in-arena signage, airport activations, digital out-of-home and television ads, and a wrapped motorcoach leading folks on tours and providing an on-demand shuttle service.  



Impact: More than 200,000 people visited the #ExploreNB branded Fan Fest Celebrations in Moncton and Halifax, and television ads reached more than 3 million Canadians. By partnering with Ginger to plan and execute cross-province activations, Explore NB created unforgettable experiences for attendees of the World Junior Championships, demonstrating the hospitality and unique attractions that New Brunswick has to offer.